"I crafted my media planning and strategy skills over 7 years in various media agencies in the UK and Australia. Working in client servicing roles across all channels (online and offline) enabled me to get to know the broader media landscape, and provided the opportunity to work closely with marketing teams, PR agencies and creative agencies. Outdoor and experiential were always my favoured channels because of their creative, tangible, almost visceral quality, which led me to focus on these channels in a shift of role to media owner side. Having studied design in my younger years and developed a personal obsession with all things interior design related, my love of experiential advertising grew; the idea that I could combine my personal passion of transforming spaces with my professional expertise of the commercial advertising sector is what drove me to co-found EDNAEDNA."
"I started in the theatre, initially performing but quickly moving into directing and producing. Eight years ago I fell into digital/influencer advertising and found it was an industry which allowed me to still flex my creative muscles as well as work commercially with large beauty and lifestyle brands. After a couple of years in digital I moved into the outdoor/experiential space, working with galleries, theatres and publishers. Working in outdoor appealed to my love of real life experiences. More recently, I was a senior creative producer across three agencies with clients spanning from music to the arts to lifestyle brands and media agencies. Creating pop ups, installations, experiential activations and interactive 3D billboards allowed me to pull on my creative theatre experience once more. A desire to produce and have ownership over more immersive, more involved ideas is what has led me to co-found EDNAEDNA."
We met in our previous roles, immediately hitting it off on a personal level, realising how similar we were and agreeing we were 'the oldest 30 year olds we'd ever met' (hence the origin of the name EDNAEDNA). But also on a professional level, working seamlessly on projects together, and over many lunch time walks, working weekends and pints down the pub after hours, we began to understand that our ambitions for the future were very similar and finally decided to test the waters in the freelance space, supporting each other on individual projects. Quickly getting a taste for the freedoms and creativity offered by 'going it alone' but realising that we were strongest as a unit, combining our respective experiences and backgrounds, we took the plunge and decided to launch EDNAEDNA, our first full time joint venture. We have huge hopes for the future of the company after such a successful launch in 2021, and we're using our combined 16 years experience in the media and experiential space to hit the ground running.
"I crafted my media planning and strategy skills over 7 years in various media agencies in the UK and Australia. Working in client servicing roles across all channels (online and offline) enabled me to get to know the broader media landscape, and provided the opportunity to work closely with marketing teams, PR agencies and creative agencies. Outdoor and experiential were always my favoured channels because of their creative, tangible, almost visceral quality, which led me to focus on these channels in a shift of role to media owner side. Having studied design in my younger years and developed a personal obsession with all things interior design related, my love of experiential advertising grew; the idea that I could combine my personal passion of transforming spaces with my professional expertise of the commercial advertising sector is what drove me to co-found EDNAEDNA."
"I started in the theatre, initially performing but quickly moving into directing and producing. Eight years ago I fell into digital/influencer advertising and found it was an industry which allowed me to still flex my creative muscles as well as work commercially with large beauty and lifestyle brands. After a couple of years in digital I moved into the outdoor/experiential space, working with galleries, theatres and publishers. Working in outdoor appealed to my love of real life experiences. More recently, I was a senior creative producer across three agencies with clients spanning from music to the arts to lifestyle brands and media agencies. Creating pop ups, installations, experiential activations and interactive 3D billboards allowed me to pull on my creative theatre experience once more. A desire to produce and have ownership over more immersive, more involved ideas is what has led me to co-found EDNAEDNA."
We met in our previous roles, immediately hitting it off on a personal level, realising how similar we were and agreeing we were 'the oldest 30 year olds we'd ever met' (hence the origin of the name EDNAEDNA). But also on a professional level, working seamlessly on projects together, and over many lunch time walks, working weekends and pints down the pub after hours, we began to understand that our ambitions for the future were very similar and finally decided to test the waters in the freelance space, supporting each other on individual projects. Quickly getting a taste for the freedoms and creativity offered by 'going it alone' but realising that we were strongest as a unit, combining our respective experiences and backgrounds, we took the plunge and decided to launch EDNAEDNA, our first full time joint venture. We have huge hopes for the future of the company after such a successful launch in 2021, and we're using our combined 16 years experience in the media and experiential space to hit the ground running.
